Marketers to adopt traffic light labelling for data transparency

IAB Tech Lab worked alongside other ad trade bodies to develop the ad transparency label, which was inspired by food labelling.


A group of advertising trade bodies have developed a new label to help marketers display their data transparency and clean up their data footprint where necessary.

The new data transparency label is based on the traffic light system used on food packaging and shows levels of vital information such as source, collection, segmentation criteria, recency and cleansing specifics.

It has been designed by IAB Tech Lab with the ANA’s Data Marketing and Analytics (DMA) division, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF).

Unveiled during Advertising Week New York, the label aims to help “responsible marketers” use audience data well. A centralised database will house the label information and archive it for comparison purposes in the future.

Dennis Buchheim, senior vice president and general manager of the IAB Tech Lab, said: “As a whole, these initiatives provide a foundation to support digital marketing’s ongoing role in funding content and services.”

Related content

Introducing The Sustainability Playbook by IAB Tech Lab

Learn more
IAB Tech Lab

IAB Tech Lab launches initiative to reduce carbon impact of digital ads

Learn more

IAB Tech Lab integrates DOOH into OpenRTB

Learn more
IAB Tech Lab logo

IAB Tech Lab launches Global Privacy Platform (GPP) to consolidate privacy signals for digital advertising

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.